If you've been hesitant about jumping on the digital marketing train because you don't think it applies to your brick-and-mortar store, it might be time to rethink that position.
The most recent digital influence study from Deloitte reports that 56 cents of every dollar spent in a store is influenced by a digital interaction. Digital influence on brick-and-mortar sales has quadrupled since 2013 and now stands at 56%.
So, what does this mean for you?
Digital and Brick-and-Mortar Influence One Another
Not only do 85% of consumers begin the shopping journey online before committing to a purchase in the store, another 39% plan to buy online and then pick up the item in the store. This is especially true of holiday shoppers, 83% of whom plan to make additional purchases in the store while picking up their online order. That's a huge opportunity for increased sales that stems exclusively from being mobile-optimized.
A report by Retail Systems Research indicated a blind spot when it comes to retailers and digital influence. Most believe online only influences about 30% of store sales when it's actually closer to 60%. The report found:
When it comes to understanding the role that digital has in shaping business challenges, retailers, whether large or small, high-performing or low, reveal a breath-taking level of naiveté about the role of digital in an omni-channel strategy.”
How to Take Advantage of Digital Opportunities
Understanding the relationship between digital influence and in-store sales will help you better serve your customers. Less focus should be given to what your competitors are doing and more given to what your customers want.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.